Another weighed in to criticise the change of the usual layout in Boden's distinctive catalogues. She said: "Initially we were given unknown models with a little sentence on their likes and dislikes all geared to aspirational lifestyle living.

"Seems rather odd to now give us a famous model who we all know has no concept of the lives we lead and makes us well aware that wearing all the Boden clothes in the world ain't going to give us hers.

"No offence but maybe good old Jonnie [Boden] is getting a little too famous himself and forgetting what the real middle classes want and aspire to?"

Jonnie Boden founded the label in 1991 and changed the face of mail ordering clothes, successfully capitalising on the internet shopping market ahead of competitors.

Fans of Boden include David Cameron and his wife Samantha, who were pictured wearing the brand on holiday in Cornwall, and London Mayor Boris Johnson, who once sported some of their bright red swimming shorts.

Another former Boden fan said: "I don't want to look overtly sexy and have had to work hard to imagine myself wearing any of the clothes she has modelled.

"I'd prefer to see clothes on smiling, more normal-looking models, not someone who looks as if they are trying to seduce me!"

A spokesman for Boden insisted that its own feedback had been mostly positive.

He said: "We wanted to choose a model who would showcase our casual clothing in a more modern, urban style. Helena's own style reflected the image that the collection portrayed.

'Our customers have told us they really liked it - and it was interesting how many of them recognised her right away…we are delighted to have her on board."